April - June 2025 (11 weeks)
Solo student project - HCI Grad Certificate
(DGM 6461: Interactive Information Design)
Kindness' site scattered key service details and failed to offer an option to book online. Prospective clients lacked a clear way to learn about care or take the next step digitally. The lack of functionality created a barrier to growth, prompting many to turn to more accessible competitors.
Thus I asked
How can we convey the warmth of a family-run practice while designing a clear and welcoming website that makes veterinary services easy to understand and appointments simple to book?
Clear information architecture and straightforward, intuitive navigation, paired with site-wide CTAs and conversion funnels, create a direct path to scheduling across desktop and mobile. We center the experience on services and new-client onboarding, featuring scannable service pages alongside a dedicated New Clients hub. Together with an integrated appointment-request form, the design creates a clear path to care from discovery to booking.
I conducted a one-hour interview with the manager of Kindness about the business, the website, and pain points—our discussion led to the following insights.
Personas
After evaluating the site's pain points and the clinic's growth drivers, I designed a site-wide IA. This IA clarifies where content resides and how it surfaces conversion paths. It provides a clear path to care for clients with top-level pages, service and clinic details, a new clients hub, and an appointment request form.
Based on the manager interview, website audit, and competitive analysis, I iterated my design over 4 weeks, resulting in 4 major improvements:
Please note that some desktop screens are slightly cropped to preserve space. Please view the live Figma attachements for full screens.
This project wasn't just a visual refresh; it was a service redesign for a small veterinary clinic with real operational constraints. I partnered with the practice manager, audited the current site, mapped pain points, and iterated on user flows and site design. The goal: reduce front-desk load, capture after-hours demand, and ease a client's path from discovery to appointment. With that, here's what I learned:
Iterate earlier, longer, and louder
At the start, I explored many options for design, flows, and IA. Many went nowhere, but each built on the last. From those dead ends, I mapped why they failed and reframed my direction based on what they revealed: clearer, action-based IA, easy user flows, and a single main client conversion path. Rapid iteration helped me test assumptions, trim noise, and confirm what worked. Trying, learning, and adjusting kept momentum high and turned early failures into success.
Content is conversion
I treated content as the engine behind the experience. Kindness's old site was dense and unclear, making it hard for users to move from interest to action. To address this, I broke up the content into relevance-based sections, added a scannable FAQ, and gave clear first-visit guidance. These improvements were designed to reduce hesitation, build trust, and guide users forward. Going forward, I will treat content as a product by further prototyping and user-testing headlines and body structure. This approach ensures messaging will remain clear, consistent, and focused on driving conversion over time.
Tell the story simply
My early drafts of the case and project were bloated. I cut the noise and kept what matters by framing decisions around user impact and business impact; two outcomes that actually move design and the business forward. Anchoring the work around one clear problem surfaced the right ideas and kept the solution focused, concise, and measurable.